Icelandic Yogurt is Not Made in Iceland, Class Action Lawsuit Asserts

A brand of Icelandic yogurt, called Skyr, is tricking consumers into thinking it was made in Iceland, according to a class action lawsuit accusing the manufacturer of false advertising.

The labeling of Icelandic Provisions, Inc.’s Traditional Icelandic Skyr brand yogurt allegedly implies that the product was made in the tiny island country. Lead plaintiffs, Kayla Mantini and Michele Trezza, claim that the misleading marketing allows the company to drive up prices for a yogurt that is actually made in upstate New York.

Skyr is a slightly sour dairy product originally developed in Iceland. It’s unique among cultured dairy products because it traditionally requires much more milk to make and allegedly contains unique probiotics because of the Icelandic cows used to produce the milk for skyr. Both consumers say they purchased Icelandic Provision’s skyr because they thought the item was made in Iceland.

The complaint contends that the misleading representations on the Icelandic yogurt appeal to consumers who want to buy items made where they were developed.

“Consumers are willing to pay a price premium ‘for what they perceive to be authentic products, particularly those perceived to be authentically associated with a specific place,’ often where the product originated,” contends the class action lawsuit pointing to Scotch whisky from Scotland or maple syrup from Vermont.

The product sold by Icelandic Provisions is labeled with several other messages that allegedly mislead consumers into thinking it is made in Iceland. The side of the yogurt cup touts a partnership with “Iceland’s oldest farmer-owned dairy” and the use of “Icelandic Heirloom Skyr Cultures” to make the product.

In addition, the manufacturing and distribution information on the back of the package misleadingly presents information that further highlights the company’s partnership with an Icelandic dairy farm.

The class action lawsuit seeks to represent New York and Pennsylvania consumers who purchased Icelandic Provision’s skyr products.

Have you purchased this type of yogurt? Are you surprised to learn it was not made in Iceland? Tell us about your experience in the comment section below!

The lead plaintiffs are represented by Spencer Sheehan of Sheehan & Associates and Michael R. Reese of Reese LLP.

The Icelandic Yogurt False Advertising Class Action Lawsuit is Mantini, et al. v. Icelandic Provisions Inc., Case No. 7:21-cv-00618, in the U.S. District Court Southern District of New York.

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